Mercedes-Benz needed to make their image more appealing to younger age groups in Finland, and with the launch of the new A-class the opportunity was there for the taking.

However, connecting with the target group couldn’t be done with traditional advertising.

The creative idea was simply to replace the letter A with the new A-class at unusual advertising spaces to make a lasting impression.

The solution was found at the heart of Helsinki in Mannerheimintie: the neon sign atop Hotel Marski of which the letter A would be replaced with a new A-class.

The letter A in the Hotel Marski neon sign was replaced by a new Mercedes-Benz A-class for a two weeks period of time.

The letter A in the Hotel Marski neon sign was replaced by a new Mercedes-Benz A-class.

The event was recorded and shared online for all to see in just 12 hours after the shoot.

The two-week campaign was supported with a front page ad on Helsingin Sanomat and several digital screens near Hotel Marski along with other advertising.